This weekend sees the end of the 10-day bonanza of tech innovation, film, and music in Austin, Texas.

The 30th annual South by Southwest festival was bigger and more commercial than ever before. And this year it was dominated by one thing: the rise of virtual reality.

All around Austin, firms including Google, Samsung, The New York Times and even McDonald’s were showing off their VR efforts.

CCTV America’s Rachelle Akuffo spoke to Katie Roof, senior writer and video host at TechCrunch about the big themes at South by Southwest and the world of tech.

TechCrunch's Katie Roof on SXSW 2016

This weekend sees the end of the 10-day bonanza of tech innovation, film, and music in Austin, Texas. The 30th annual South by Southwest festival was bigger and more commercial than ever before. And this year it was dominated by one thing: the rise of virtual reality. All around Austin, firms including Google, Samsung, The New York Times and even McDonald's were showing off their VR efforts. CCTV America's Rachelle Akuffo spoke to Katie Roof, senior writer and video host at TechCrunch about the big themes at South by Southwest and the world of tech.

The rapidly developing technology is seen as an exciting platform for media delivery and a massive business opportunity.

And analysts said VR fits into another theme on the lips of every marketer and tech head at the festival — how to create authentic, meaningful brands and experiences that appeal to millennials consumers between the ages of 18 and 33 years old.

History was also made at South by Southwest 2016. It was the first time a sitting president has attended.

As he prepares to leave office, Barack Obama appealed to tech entrepreneurs to find solutions to big, global problems.

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